Bertuzzday: The NHL’s dopey Heman advertising campaign

He imposes his will on his enemy, but he does not allow his enemy’s will to be imposed on him. He imposes his will on his enemy, but he does not allow his enemy’s will to be imposed on him. He imposes his will on his enemy, but he does not allow his enemy’s will to be imposed on him.

All lockout and no play makes NHL marketing a dull boy.

Coming out of the lockout, Gary Bettman and Co. were trying to re-establish or reignite hockey’s place in the sports world. During this process, the league left its unappreciative, abusive lover in ESPN for the sexually mundane but clingy Outdoor Life Network (which showed its undying love by changing its network name to the more sensible and less shit-kick-uous Versus). Thankfully, the league bounced back because it opened up the game in a variety of ways. The game sold itself.

And it had to, because christ almighty, those advertisements were Monster Energy Drink rejects. Somewhere Ridley Scott and Jerry Bruckheimer were waiting for royalty checks.

The scene starts off with a quote from The Art of War, following the time honored tradition of comparing a child’s game to war. Sure, getting a Chris Pronger elbow to the head hurts but most people would prefer an attack from Stompy over shrapnel to the throat.

The war analogy is weak, but the execution is even worse. The scene starts with homoerotic man boobage only to be followed by misogyny, when TUPH ACTOR HOCKEY PLAYER is too manly to put on his hockey equipment. Nope, he needs some random piece of ass to suit him up.

Then we see TAHP square off with Bland Hockey Opponent in NHL logo Gear.

BHOiNLG: “Nervous?”

TAHP: “This is going to be fun!”

Whoa-ho. Look out Gladiator. The NHL is coming to wreck your shit! Cue the sexy female narrator and get her the Lao Tzu lines! Now, dammit!

Perhaps the most hysterical part is the ending, when the puck streams iconic hockey images on both sides on its journey to the UBER COOL GAME WINNING GOAL. That definitely made the Fox exec behind the GloPuck cream his pants.

Instead of using a generic war movie orchestra score, the NHL should have just used Godsmack. It worked for the US Army, why can’t it work for a fake hockey army?

Over time the NHL’s gotten better at realizing that its fans (and potential fans) are no longer impressed by meathead commercials and that hockey’s niche sport status suggests a humorous approach. Over the last few years, they’ve hit their stride with very funny commercials (featuring Joe Thornton, Sidney Crosby and Alex Ovechkin) and even came up with some solid cereal ones too (kinda dig this year’s “talking inside the photo/Zack Morris freeze-time inspired” spots, but the real champ is that sweet ass Stanley Cup montage). Those ad campaigns actually are a solid example of the NHL listening to its fans, even if the league’s hearing is rather selective *COUGH*Fire Gary Bettman *COUGH COUGH.*

Next week, we’ll take a look at the absurdly goofy and strange ads from past and present (here’s a hint, Max Talbot might make an appearance). I want to make sure I get as many of the best quirky NHL ads so please link any relevant ridiculous local commercials in the comments.

Until then, here’s four of the better NHL ads to come in recent times:

God, this Cup raising commercial is just amazing:

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